A few years back, Dr. Phil McGraw was a therapist working in Texas. Then Oprah Winfrey hired him to counsel her during the long and arduous court case that pitted her against the beef industry. Soon he was a regular on her show, popular enough to prompt a spin-off show of his own. His straight talk and platitudes about love and life--"Life is a marathon, it's not a sprint"--have inspired many to trust him with their problems. His advice about looking for love in the modern world inspired online dating website Match.com to incorporate his teachings and methods into the website.
History
In 2006, the Match.com sought to expand its audience and improve the image of online dating. The strategy was to invite television favorite Dr. Phil to be a part of the online dating advice game. Dr. Phil's input was beyond that of a spokesman. Instead, Match.com created a section of its website devoted to Dr. Phil's technique and called it MindFindBind. MindFindBind (see Resources) was hyped by Match.com in print and online media as offering a more individualized approach to finding Mr. or Ms. Right.
Considerations
Dr. Phil has several pieces of advice for people seeking love in the web universe. To create an online dating profile, he recommends people ask themselves some questions, including what makes them special, what life events have shaped who they are, what they have learned from past relationships, what their relationship goals are, and what their strongest personal characteristics are. He also asks the lovelorn to explore what makes them stand out amidst the other candidates on the website and what is the most compelling reason for a person to be interested in them.
Significance
Dr. Phil was a natural for Match.com because, in addition to his daytime talk show presence, he has also written 11 books on self-help topics. His recent book, "Love Smart: Find the One You Want --Fix the One You've Got," promises that there is someone for everyone, but that some people engage in self-sabotage that blocks them from finding love and romance. Those who know themselves and are happy with themselves and who master the right moves can "bag 'em, tag 'em and take 'em home" (see Resources).
Features
The features of MindFindBind are not that revolutionary, but they are remarkably thorough. Match.com has users go beyond the standard personal ad to share their insights through different free writing segments. The visual component is more thorough as well, allowing users to share over 25 photographs. The program also features interactive questionnaires and embedded videos of Dr. Phil giving pep talks for the lovelorn.
Geography
Match.com has proved enormously successful in the United States, offering MindFindBind relationship advice in both English and Spanish. Users in Australia, Europe and Asia also use Match.com's services. In Latin America, Match.com has formed the kind of relationship Dr. Phil would be proud of with Terra.com, serving the lovelorn south of the border. People can hook up in German, Dutch, French, Danish, Finnish, Italian, Norwegian, Portuguese, Swedish, traditional Chinese, simplified Chinese, Japanese and Korean.
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